Add Flair And Fluidity To Summer Fashion As AND Launches Its LIVA Collection

~ Fashion ensembles enhanced with the fluidity and flow of LIVA ~

AND Blue Jay LIVA Collection

Mumbai, April 2014: AND, the chic western wear brand launches its first ever LIVA Collection in collaboration with Birla Cellulose. LIVA, a natural fabric from the Pulp and Fibre Business of Aditya Birla Group is the ideal summer companion for the new-age woman as it breathes and envelops you with a feeling of free spiritedness and comfort, accentuating the drape and feel of an outfit for a stylish yet relaxed look!

The AND LIVA Collection ensures comfort and ease, taking form with summer staples like shirt dresses, shift maxis, palazzo pants and many more. Breaking free from dull ensembles with a burst of sorbet hues and bright delights, the collection boasts of spring summer styles in vibrant shades of purple, magenta, aqua blue, while adding summer cheer with subtle prints in maxis, dresses, jumpsuits, palazzos and a fashionable mix of cool trendy styles and cuts.Enhanced with the fluidity of LIVA the outfits drape and move with graceful precision and flair as you step out flaunting your favourite style.

Commenting on the collaboration, Anita Dongre, Creative Director, AND says, “Taking forward our association with LIVA for Global Desi, we are really pleased to launch the first LIVA collection with AND for this season.  The collection is the perfect summer delight for all women who want to look effortlessly chic and feel soothingly comfortable. The pleasing softness and flow of LIVA envelopes the wearer in its glamorous liquid drape offering absolute ease & style for a look that spells comfort chic”


So glide through the summer as you seamlessly match comfort with style with the AND LIVA collection.

About AND

Launched in 1999, AND was established as the first Indian high fashion western wear brand for women and today is one of India’s most preferred high fashion brands in the western wear category.The brand offers comfortable yet stylish clothes for today’s fashion conscious women and men. AND woman is stylish and confident, speaks her mind and wears her attitude on her sleeve. She represents the new age multi-tasking woman who seeks versatility in her everyday fashion choices.Presently, AND is retailed through over 250 points of sale, which include 44 exclusive stores and over 200 other established multibrand lifestyle formats like Shoppers Stop, Lifestyle, Central, Kapsons & Pantaloon.

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